Toyota Tundra Targets Hispanics with New Multi-platform Campaign

Toyota is rolling out the new 2007 Tundra following a series of high profile Super Bowl spots. Toyota's marketing plan relies heavily upon Hispanic business to meet its sales goals.

Kim McCullough, corporate manager of marketing communications for Toyota Motor Sales USA, stated that the company expects 20% of the new trucks – or 40,000 Tundras – to go to Hispanic consumers.

For the first time ever, the company is producing Spanish-language brochures for a specific product. As part of an integrated campaign to go after the Hispanic market, Toyota is also doing some event sponsorship by sponsoring the Copa Americana soccer tournament, and charreadas, or Mexican rodeos.

Tundra's Spanish-language tagline is “La nueva Tundra. Tan fuerte como el hombre que la manejar,” which translates to "The new Tundra. As strong as the man who drives it.”

Torrance, CA based, Connill Advertising is Toyota's Hispanic Advertising Agency.

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